CASE STUDY
How LEVEL pioneered onboard retail revenue and customer satisfaction with Immfly’s pre-order retail solution
SOLUTION
Retail
CLIENT
Overview
LEVEL, a low-cost, long-haul IAG carrier, partnered with Immfly as the first airline to launch an innovative pre-order functionality using Immfly's pre-order retail solution. This service allows passengers to order what they want to consume onboard ahead of their flight. This collaboration not only enhanced the onboard experience for passengers but also significantly increased ancillary revenue for the airline. By bringing only what is to be consumed onboard, the airline reduced aircraft weight and food waste. With this new service in partnership with Immfly, LEVEL took a further step in customizing the onboard experience based on passengers’ personal preferences.
Challenge
LEVEL was looking to optimize passenger experience with customization opportunities, as well as lower aircraft weight as part of its commitment to optimizing processes to reduce environmental impact. Onboard food catering often carries unnecessary extra weight and significant waste due to unknown passenger choices, leading to extra costs, food waste, and lower customer satisfaction.
Solution
Immfly designed a pre-order solution that allows passengers to order items they want to consume onboard through LEVEL's online portal, from the comfort of their home before their flight. This functionality makes it possible to purchase products and services in advance to enjoy during the flight. Moreover, the solution is able to identify whether the passenger has a basic economy ticket or a full-service economy ticket, and deliver a personalized experience accordingly.
Passengers who have a full-service ticket can use this functionality to select their choice of food ahead of the flight, no payment needed—or request meal upgrades and pay for them in advance. Options range from comfort items such as eye masks and earphones to complete menus or hot drinks, with a variety of up to 15 different dishes. The orders are then delivered by the crew directly to passengers' seats during the flight.
Results
The introduction of the pre-order functionality produced remarkable results for both the airline and its passengers. LEVEL saw over a 25% increase in in-flight revenue and a 20% reduction in onboard waste, enabling further operational savings such as less fuel consumption due to reduced aircraft weight. Passengers appreciated the convenience of ordering ahead of their flights, with 45% of the airline's passengers using this new solution an average of 6 days in advance and registering an 18-point increase in NPS score among customers who customized their flight experience by pre-ordering.
+25%
increase in
in-flight revenue
20%
reduction in
onboard waste
45%
passengers
using the solution
18pts
increase in
NPS score
"Each person has preferences and needs, therefore, they demand something different from the on-board experience, especially on long-haul flights. At LEVEL we understand that, to satisfy different demands, the experience has to be tailored. Today, closed service packages are losing steam in favor of personalized configurations. Product or service customization contributes directly to improve and enrich the customer experience, the center of our vision and also of our partner, Immfly. Together we have taken a further step in innovation with a very easy-to-use platform for customers offering this highly personalized service and facilitating them to fly their way… We have been running the pre-order service since November 2021, and we continue developing this model as it’s proven to be a success for us.”
Joan Martinez
Head of Customer, LEVEL
Immfly's Approach
The partnership between LEVEL and Immfly has proven to be a win-win, enhancing the onboard experience for passengers and driving operational efficiency for the airline. This success has set the stage for future innovations and continued collaboration to deliver exceptional customer experiences. The successful implementation involved close collaboration between LEVEL and Immfly, ensuring a smooth integration of the pre-order system with the airline's existing infrastructure, transforming LEVEL’s onboard experience, and setting a new standard for passenger convenience and operational efficiency. The partnership continues to drive innovation and value for both the airline and its passengers.
The pre-order solution, combined with Immfly's in-seat ordering capabilities, forms part of a comprehensive 360° retail platform that maximizes revenue opportunities and creates exceptional, personalized experiences for passengers.
"We are pleased to have Immfly as a key partner on this journey, as their technological solutions are firmly grounded in business expertise, and their unwavering commitment to continuous improvement enables us to consistently enhance the quality of service we provide to our customers. For over three years, Immfly has been a trusted ally in LEVEL’s mission to enrich customer experiences through personalized, innovative solutions. Their state-of-the-art technology has empowered us to deliver efficient, forward-thinking services that not only enhance passenger satisfaction but also drive increased onboard revenues."
Ricard Falomir
Chief Customer, Digital & Transformation Officer, LEVEL
